国家电影局、体育总局于10月16日联合印发《关于开展"跟着电影去运动"行动推动电影与体育双向赋能的通知》，鼓励电影院利用空闲时段开展重大体育赛事直播1。两部门同时支持在影院设置体育主题影厅，并推出观影与赛事票根联动、消费满减等"电影+体育"促消费活动1。
今年以来，全国已有超1400家影院参与体育赛事转播1。在2026年美加墨世界杯期间，转播覆盖31个省份、266座城市，累计转播赛事60余场，总排片数超过2.8万场1。直播内容涵盖足球、篮球、网球、电竞、斯诺克等多个项目1。
China's National Film Administration and General Administration of Sport jointly issued a notice on October 16, 2026, promoting the "Follow Movies into Sports" initiative, which aims to leverage cinema spaces for broadcasting major sporting events during periods when no films are scheduled 1. The directive encourages movie theaters to establish sports-themed auditoriums and support combined "film and sports" consumer promotions, including cross-promotional activities linking cinema tickets with sporting event tickets as well as discount offers 1.
The initiative has already gained significant traction across the country 1. Since the beginning of this year, more than 1,400 cinemas nationwide have begun broadcasting sporting events, with coverage spanning multiple disciplines including football, basketball, tennis, esports, and snooker 1. During the 2026 World Cup involving the United States, Canada, and Mexico, the program expanded to encompass cinemas across 31 provincial regions and 266 cities, with over 1,400 theaters broadcasting more than 60 events and scheduling over 28,000 total screenings 1.
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